Mazda Launches All-New Advertising Campaign Asking 'What Do You Drive?'

Knowledge Base: Mazda Buyer's Guide

Campaign to Feature Full Line of Mazda Vehicles and the Passion That Drives Them

TORONTO--April 20: Mazda Canada is launching an all-new advertising campaign that centers around the question, "What do you drive?" 

The campaign is built around the core brand belief that, "if it's not worth driving, it's not worth building," and it is this basic statement that defines Mazda.  The new campaign celebrates the company's rallying cry: Zoom-Zoom by highlighting Mazda's passionate attitude towards driving, its engineers' obsession over the details, and a rule-breaking innovative spirit.

Mazda's rule-breaking-breaking innovative spirit can be seen throughout its long history of overcoming challenges and taking a unique approach to overcome those challenges.  Only Mazda could work nearly a decade on a lightweight roadster when nobody was making them anymore, and have it become the best-selling roaster of all time.  Only Mazda could mass-produce the rotary engine when no one else could, and use that engine to win the 24 Hours of Le Mans. In short, Mazda has a history of defying convention.

The campaign strives to underscore Mazda's devotion to creating exceptionally fun-to-drive, well-crafted vehicles, with the phrase, 'we don't build cars for everyone; we build cars for people who care about what they drive'.  The work, called "Anthem", was developed by new marketing partner Team Mazda and depicts Mazda's innovation by highlighting aspects of the Mazda brand philosophy.  In words and images, it looks at Mazda's rich history in innovation, motorsports and design, as well as a singular dedication to crafting cars that are always exciting to drive.  Cut in both :30 and:60 second versions, the spot focuses on the details that define a Mazda - the way the gear lever sits in the driver's hand, the way the steering wheel feels, the way the car simply responds to every input.

The new campaign will launch via television, online, cinema, and social media, then continue to run over the next year.

The first of the ads will debut Monday on television targeting the Mazda enthusiast.  Over the course of the launch it will be seen on top-rated shows like The Mentalist, Dancing with the Stars, American Idol and the NHL Playoffs.

The ads also will air on specialty channels including TSN, NHL Network, ESPN Classic, Discovery Channel and the Food Network.

In addition to the on-air placements, interactive video ads will be featured on popular video sites such as YouTube and Facebook.  The video ads will include social features allowing viewers to take polls and "like," share and comment on the ad.  Flash and Rich Media ads will also run on key sites such as MSN, Yahoo! and AOL, and a user-generated content contest will be introduced later in the campaign.

Quotes

"Over the next couple of years Mazda will defy convention again by launching its next-generation of eco-friendly products: SKYACTIV Technologies. In order to fully explain SKYACTIV and why the company chose to further develop the internal combustion engine instead of following what other companies are doing with hybrids and electric vehicles, we needed to explain who we are and why we do things the way we do. So now is the perfect time to tell our story."

Don Romano, President of Mazda Canada and Chief Marketing Officer for Mazda North American Operations

"In short, we are provoking the conversation about what you drive. This is a brand that at its very core has a passion for driving. It's a truth about who we are and what we've always stood for."

Neil MacLellan, VP, Team Mazda